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PR Final Case

1. Major strengths and weaknesses for the case

a. Major strengths/opportunities for Shady Creek Nuclear
SCN is built on a 200 acre site. This provides more than enough room for
the company to work and grow to help promote the community from
benefits provided.
SCN is the only commercial property holder on the lakefront. The
company will not interfere or compete with surrounding commercial
properties.
Facility is set back from the frontage road and lake to keep out of sight
from the community and tourists traveling through Lakewood, Wisconsin.
This helps to not interrupt the sight lines of the town as well as avoid bad
publicity from residents and tourists enjoying their stay in Lakewood.
SCN is the largest employer throughout the whole county. This means the
company is benefiting surrounding areas with employment and spreading
awareness and influence of their organization.
SCN has jobs ranging anywhere from marginal, skilled, or semi-skilled.
This means that one has to have at least a high school education or college
degree to qualify for jobs in the company.
SCN pays the largest share of taxes in the county and the city of
Lakewood. In other words, the residents taxes decrease and are the lowest
in the Wisconsin area.
SCN is aware and devoted to the preservation of large fir trees and the
lake. This provides the minimalist invasion of the community and
environment as well as puts the communitys fears at rest on the status of
the natural environment.
The parent company, Consolidated Power, and Lakewood facility
executives are both active on community boards and in the national
professional organizations. Representatives of the company are interested
and invested in working with the local community.
SCN is the largest contributor to the Lakewood United Way and to the
local Madison chapters of the American Red Cross. Executives from SCN
are on the leadership boards for both organizations. In other words, the
company is creating a positive image for themselves as well as making
sure to be a good neighbor.
SCN was required to resolve the spill of super-heated, non-nuclear water
by constructing a specially designed discharge pipe to cool the spillage
water before it reaches the lake. This way, the fish population would not
be disturbed and will prevent further accidents from occurring
Since the pipe was constructed, there have been no other fish kills in the
lake. The pipe is also being monitored for water temperatures in the

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pipeline and in the water in the area of the facility. This ensured credibility
to the town that the accident will not happen again.
In one month, negotiations will begin on a new contract for semi-skilled
and unskilled workers. This will bring new employees and a willingness
for the company to make changes
Managers and skilled workers are happy with their compensation. Happy
employees go back into the community and spread good news about the
company.
Cost of living in the area is lower than the locations of many of the
facilities factored into the nation wage statistics. Cheaper living is great
for the community reputation and growth.
All of the workers that were interviewed are satisfied with the job they
have and do not have many complaints about the working conditions or
safety of the facility. This means the company treats its employees right
and follows safety measures for its employees.
The complex was described as clean and beautiful by a featured article on
the facility. The community can tell that company is orderly and well on
task by the condition of the facility. An orderly company is less likely to
make accidents occur.
Population doubles in the summer and paper sales increase by eight
thousand. This means more people, especially tourists, read the newspaper
and can spread awareness about the company.
Radio and TV stations can be broadcasted through Madison, so SCN is
getting some sort of coverage for their facility.
The manager of SCN is willing to help the new PR department to making
changes on communication both internal and external.
b. Major weaknesses/opportunities for Shady Creek Nuclear
The facility could pollute clear lakes that are meant for fishing, sailing,
and swimming. This is what the town is known for during the tourist
summer season.
During the summer months, the population for Lakewood more than
doubles to twenty thousand people. If an accident or bad reputation were
to occur, the town would lose its main source of income (tourists).
Madison Journal has a news bureau and a reporter in Lakewood to
primarily cover news and events related to tourist and summer actives
concerning life around the community. This means that the SCN is not
getting coverage of their facility through neighboring communities.
There nearest radio or TV station is located in Madison who only covers
the Lakewood area. The company is not getting coverage of their facility
to update the community on the latest projects.
Local residents stated that the community was not too happy when
Consolidated Power announced its plans to build a nuclear generating
station in Lakewood. This starts the company off on a bad note to the local
community.

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Consolidated Power bought Lakefront property from an individual

property owners and needed to be switched to zoned commercialindustrial from its current residential commercial status. This means that
the organization will no longer be local, but private property. Current
residents are not happy about this change.
The newspaper from the Lakewood Times was the most vocal opponent to
the rezoning process from its current residential status. The press is what
informs the community on updates on the new nuclear plant and the
Lakewood Times already has a bias towards the company.
Lakewood Times believes that SCN could be potentially ruining the
environment through a nuclear accident or from normal operations using
water from the lake. A constant fear puts a negative image over the
company and could possibly change publics opinion to shut it down for
good.
Four years ago, the facility had an accidental release of super-heated, nonnuclear water in the lake. This resulted in a major fish kill near the facility.
Fishing is an important resource to the town and is a major inconvenience
to the community.
The accident prompted letters to the editor and editorials in the Lakewood
Times about the facilitys safety standards. The news of the accident even
reached the Madison Journal. This included an editorial page that urged
the Nuclear Regulatory Commission (NRC) to investigate the accident and
to make recommendations. The press is the greatest source of
communication for the county and have only heard negative stories about
the company.
The pipe needed to fix the super-heated non-nuclear water that was being
introduced into the lake by SCN would cost around six point eight million
dollars. This is a lot of money for a single pipe that would be a naissance
to the community and could have been easily avoidable if the company
had been paying attention.
About a half-dozen hotels and motels are located on the lake view, but
scenery is now jeopardized because of the construction of the new
pipeline. The visibility of the pipe was protested by the editor of the local
paper and residents, as well as business owners. By having the pipe be
seen by tourist and residents, violates the calming and natural view of the
lake.
Semi trained and untrained employees have complaints about their pay
scales at the facility. Those employees are being paid slightly below the
pay scale for nuclear plant workers nationally and the same wages for
workers around the Lakewood and surrounding areas of the county.
The Semi-trained and untrained employees went on a 3 month strike and
was represented by the AFL-CIO union in order to bargain for a ten
percent wage and benefits package increase over a new two-year contract.

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By having other legal organizations get involved, can lead to negative

reputations for the facility.
The only method of internal communication is a one page monthly
newsletter that consists of company policies and current safety records of
the facility. This limits what the company can read.
The reporter in Lakewood would be first on scene if anything were to go
wrong.
The survey only covered a small portion of the community. This means
that most if not all believe that there are still environmental issues and
communication problems through. Negative impact on community and
fancily if summer tourists believe that the lake is contaminated.
An annual report only issued to the executives. The limits information
review and praise, from the local community.

2. Objectives
a. Major questions to ask company management.
How many people from the Lakewood and surrounding community work
for SCN?
Are all of the 200 acres of land being used?
Where did the money come from to pay for the pipeline?
How much and how often is maintenance for the pipe? How long will it be
functional?
Is there a budget for projects? If so, how much.
When the NRC investigated the damage of the accident, did the company
have to pay additional fines?
What caused the accident for the hot non-nuclear water?
Why was Lakewood chosen for the location of the nuclear plant?
Why is there a standing no comment policy when contacted by the paper?
How long ago was the article published about the company and is it up to
date?
Has the company tried using the radio and TV stations for communication
before?
The article that was published said the facility is modern but what does
modern mean?
What is the relationship between the parent company and the SCN?
b. Additional information gathered through additional research.
Was the survey open to the community or only shown to two hundred
people?
What is considered a modern facility?
What are the communitys views on the facility?
How much pollution is the company actually producing and are the
environmental protections set up by the company actually making a
difference in the environment?

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Would a different source of energy, such as solar panels, help the company
become more ecofriendly?
What is the relationship between the parent company and the community?
c. Different types of research one can use to gather information.
Formal Research will use both primary and secondary to evaluate this
case. Through primary research, one can gather the different attitudes
toward the facility and gather new questions that might arise from the
community. This will also be utilized in order to better examine the affect
the incident had on the fish population and water conditions.
Secondary Research will be used to look up different communities with
nuclear plants to help convince the people in the local community that are
still unsure if SCN is right for Lakewood. This research will also look up
different cases and how other communities dealt with lakefront accidents.
Another vital case to look up is safety protocols and emergency plans in
order to investigate the best plan to follow if an accident were to occur.
Qualitative Research will be used to set up surveys or questionnaire for
employees and the community to find out their opinions on the company.
This will provide valid feedback from a wide variety of people.
Demographic Research would be used to find out exactly how many
people are employed in Lakewood, Madison, and other surrounding areas.
This will provide a general idea on how many people the company
employs.
Informal Research will be used to talk to Rick Rocker and Lakewood
times cited in order find out why he does not support the nuclear plant and
to start mending a positive relationship between paper and SCN.

3. Mission statement is to create a positive relationships between community, media and

employees.
a. Steps in the planning process:
Establish goals and objectives,
Formulating action and response strategies
Designing effective communication
Selecting communication tactics
Implementing the strategic plan
Evaluate the strategic plan
b. 1. Major short-range objectives
Make SCN better known throughout the surrounding communities
Improve organizational climate for less skilled workers, make sure they
know their job matters and understand the goals of the company.
2. Major long-range objectives
Improve communication between Lakewood Times and SCN.
Change communication between public, employees, and facility
Increase eco-friendly materials throughout the company

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c. How To achieve the objectives of the plan

1. Strategies
Send a representative to the local schools to inform kids about what the
company does and how it provides for the community. This can be done
through an assembly or pamphlets of information given to the kids to
bring home for their parents.
Create a company picnic that encourages employees to bring their families
for a day filled with fun. Provide speakers that will inform the employees
plus their families about safety procedures, company polices, and goals.
Hold an in-house employee meeting to discuss new incentives available
for employees. These can range from health care, raises, and security.
Issue meetings with the current reporter from the Madison Journal to
establish days to come to Lakewood. This would provide better coverage
for SCN as well as include updates on the employees accomplishments
and the company.
Create a longer newsletter that identifies employee accomplishments such
as employee of the month, recognizing upcoming birthdays, goals set by
the company, new project, and a comment section for all employees
voices to be heard.
Talk to the Madison Journal to discuss adding new sections ranging from
safety protocols and procedures, goals for the company, upcoming
projects, and any other vital information the public should be informed on.
Also incorporate news on the different contributions between
Consolidated Power, Lakewood United Way, and the American Red Cross
association.
Set up weekly meetings with Rick Rocker to mend relationships between
SCN and himself. This will allow for a change in the companys
perception as well as the papers and views on what the public reads about
the facility.
Slowly start to shift the company over to eco-friendly materials. This will
allow the workers to get used to working with different materials as well
as put the community at ease for the facilities constant awareness for the
environment.
2. Theme
Create a theme for the company to use, such as: Improving energy to
improve lives.
Hold biweekly meetings or conduct surveys that provide feedback to
gather the publics opinion on the new theme.
Introduce the final theme to surrounding areas for approval and prepare
for adjustments in the new company image.
3. Media

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Utilize the new theme in Lakewood, Madison and surrounding

communities through new media methods. This can be done through the
radio, TV stations, social media, emails, bulletin boards, flyers and
handouts.
Provide different ways to communicate with employees through the media
(email, newsletter, flyers in paychecks). This way, all employees will be
able to access news at the convenience of their choosing.
4. Other
Issue monthly meetings for people to display their concerns or any others
questions they may have. This will allow the community an opportunity
for their voices to be heard and establish a positive relationship between
the company and themselves.

4. If I was offered to direct the public relations program for this company, I would accept. I
am excited to see that the parent company and current executive members are actively
involved with the community and are willing to make the proper changes needed for all
who are involved. When a problem was shed to light, the company did not hesitate to fix
the problem and continually check to prevent this problem from happening again. SCN is
confident in what they stand/believe in and I believe this is a wonderful opportunity for
me to be a part of.